Stuck in the Middle I was trying to explain the current state of Return Path’ Postmaster Network online advertising business (email lists, lead gen, RSS) to someone from outside the industry the other day, when it occurred to me that many online marketing vehicles are still split between running on the offline paradigm and running on the online paradigm. I don’t have a lot of detailed stats on all of this at my fingertips, but bear with my observations. To me, the offline paradigm has always been characterized by big agency buys, driven by thematic/brand oriented creative campaigns that cost a fortune to develop. This is even true to a large extent for direct marketing, although the mechanics are different. …
Blog on for Swerdloff My colleague Craig Swerdloff, who runs our Postmaster Network lead generation business and is one of the smartest people in the online advertising business, has started blogging. Of particular note is this post, in which he talks about the concept of explicit vs. implicit consent in advertising. His thinking is a lot like some of the things I’ve written about in the past, like the New Media Deal and the We Media Deal. The bottom line is that advertising has to be valuable and relevant for end users — and properly/carefully delivered. Welcome to the blogosphere, Craig!